Whether it’s green steel, modular smartphones or zero-waste packaging: In the publication ‘The Major German Brands – pushing circular design’ (2025), ten companies were asked what makes their projects circular. The answers reveal exciting approaches to how sustainable action not only helps to conserve resources, but also unlocks new economic and design potential.
by ndion-Redaktion
Sustainability is no longer a trend – it has become the central benchmark for sustainable innovation. Companies from a wide range of industries are constantly developing new approaches to the circular economy by using materials more intelligently, establishing resource-saving production processes and designing products for a closed material cycle. From green steel to modular smartphone designs to zero waste packaging: The projects presented here are characterised by a consistent commitment to circularity. Rather than seeing sustainability as an additional challenge, they see it as part of the solution. To work in an environmentally friendly way and to provide economic and design impulses. A look at these forward-thinking concepts shows how sustainable design and responsible entrepreneurship can go hand in hand.
Bette: Bathroom Elements With a Green Core
Since its establishment over 70 years ago, Bette, a medium-sized family business, has revolutionised the market with its innovations in the sanitary sector. The company’s steel forming process, developed in the 1970s, is still in use today. In addition to its head office in Delbrück, the company is represented in more than 30 countries.
90 per cent of Bette’s bathroom elements are made of steel. Steel production normally generates high levels of CO₂ emissions, but by using CO₂ neutral green steel we can significantly reduce these emissions and actively contribute to improving the CO₂ footprint of the steel industry. Green steel takes the sustainability of our products to a new level. Even in their basic form, our steel and enamelled bathroom elements are fully recyclable and can therefore be reused. At the end of their lifespan, they can be recycled and reprocessed in an environmentally friendly, heated smelter. In this way, we close the loop and minimise the use of resources. This circularity makes Green Steel a milestone in sustainable bathroom design.
BMW: Vehicle for Closed Materials Cycles
With the BMW i Vision Circular concept car, the BMW Group offers a glimpse of a compact, all-electric car of the future that combines sustainability and luxury. The four-seater is around four metres long and has been designed according to the principles of the circular economy.
The BMW Group’s goal is to reduce CO₂e emissions over the entire life cycle of a vehicle. It is electrifying its product range, using renewable energies for production and relying on the principles of recycling and secondary materials. These materials generally have a lower environmental impact than primary materials because less CO2 is emitted during their extraction and processing. This significantly improves the carbon footprint of the vehicles, especially in the supply chain. The overriding aim in the design of the BMW i Vision Circular was to create a visionary vehicle that is optimized for closed materials cycles and has the goal of achieving 100% use of recycled materials and 100% recyclability.
Gaus Architects: Encouraging Circular Construction
A good 70 years after it was founded, Gaus Architekten is now a second-generation company with headquarters in Göppingen and offices in Stuttgart, Kiel and Rotterdam. The architects at Gaus have a clear attitude: they create modern yet timeless buildings that offer people a high quality of life, today and in the future.
Gaus Native Architecture (GNA) combines modern aesthetics with traditional building methods and places great emphasis on sustainability. The consistent implementation of the GNA philosophy results in the use of natural, regional materials for energy-efficient construction. One example is the Tübingen-Lustnau fire station. It combines functional architecture with a design that combines tradition and innovation. It uses sustainable materials such as wood, which are not only aesthetically pleasing but also have a lower environmental impact. The energy-efficient design minimises energy consumption. The building is flexible and adaptable, increasing its lifespan and reducing waste. We have also focused on recycling and reusing, both during construction and in operation. These principles support a circular design approach that conserves resources and ensures long-term sustainability.
GROHE: Bathroom and Kitchen Faucets for a Sustainable Future
Founded in Hemer, Germany, in 1935, GROHE has grown to become an internationally renowned brand of bathroom and kitchen faucets with offices around the world. Its products stand for quality, technology, design and sustainability – with the goal of combining water efficiency and comfort.
Six of GROHE’s best-selling products are available in Cradle to Cradle (C2C) certified versions, which means that their components can be reused at the end of their lifecycle. This is in contrast to the traditional linear model of production and disposal of products. C2C products have been tested for the use of environmentally friendly, healthy and recyclable materials. With C2C certification, our products are already prepared for a future high quality circular economy: When new metal recycling technologies are developed in the future, our products will already meet the highest recycling requirements. At the same time, we are providing our business partners and end users with the building blocks they need to create a sustainable future by reducing the ecological footprint of buildings – even in the short term: the sustainable impact of the faucets is enhanced by our energy-saving SilkMove technology. It prevents unnecessary hot water consumption by delivering cold water only when the handle is in the centre position.
Mawa: Lighting Systems That Make Hearts Beat Faster
Founded in 1977, mawa develops and produces lighting systems that combine distinctive design with technical precision. The high-tech factory in Seddiner See, Brandenburg, is the heart of the company.
With our wittenberg 4.0 system, mawa offers the possibility of upgrading older lighting systems to the latest generation, for example by switching from halogen to LED technology. This gives customers a high-tech upgrade for their luminaires without any structural changes and allows them to benefit from long-lasting, sustainable products. Our wittenberg 4.0 system demonstrates the central role that the sustainable principle of longevity plays in development and design: All materials used are subject to the highest standards of value and durability. In line with our forward and backward compatible design, the components of the wittenberg 4.0 are easy to handle and can be replaced and upgraded, in some cases without tools. They are easily disassembled, repairable and reusable. The modular design of the series and the small number of moulds required contribute to circularity and reduced CO2 consumption.
OBJECT CARPET: One Carpet, Just Two Layers
Sustainable design meets diversity – OBJECT CARPET brings textile carpets to life. The company was founded in Denkendorf, Germany in 1972 and is still based there today. Production takes place in Krefeld, Germany, with showrooms in Berlin, Munich, Frankfurt am Main, Hamburg, Zurich and Vienna.
OBJECT CARPET’s DUO carpets are made from only two recyclable materials, polyamide and polyester, which are joined together by CLICK/UNCLICK technology and can be easily separated and recycled after use. All components are therefore returned to the production cycle without any loss of value. This conserves resources and reduces waste. We plan to convert our entire range to this sustainable DUO technology by 2026. The production process is also designed to minimise environmental impact: It uses 90 percent less energy than conventional coating processes. We also use no water and no harmful substances.
Schlafgut: Consciously Designed Packaging for Fitted Sheets and Pillowcases
Since 1952, the Eislingen-based family business schlafgut has been developing premium products with a focus on quality, sustainability and fairness. By using organic cotton and zero-waste packaging, the company contributes to a circular economy.
schlafgut is setting a sustainable standard for fitted sheets with its new packaging made from waste and recycled paper. The environmentally friendly packaging can be recycled, reused and even used as a barbecue lighter. Unfortunately, plastic is still the sad standard in the textile industry. We are actively working against this and were one of the first manufacturers in the Home and Living sector to completely ban poly bags from our packaging. Instead, our alternatives are either 100% recycled or waste-free, in line with the principles of the circular economy. We are really proud of this innovative packaging because we developed it ourselves – from design to production. It is based on recycled paper from our local area, produces no waste or toxins and uses very little water. In short, we have taken the good old egg carton and made it ‘socially responsible’ by consciously investing in its look and feel.
SHIFT: A Take-Back System for Smartphones
In 2014, designers Carsten and Samuel Waldeck founded SHIFT with the aim of developing modular and repairable smartphones. The focus is on sustainability and social responsibility as a response to the growing problem of electronic waste. The company is based in Falkenberg, Germany.
To help conserve resources, we charge a deposit for our SHIFT products, which is refundable on return. We also offer a take-back guarantee for working devices and upgrades to new models. E-waste is the fastest growing waste stream on the planet. When smartphones become unrepairable, they contribute to this high volume of e-waste. This is a shame, as valuable raw materials are lost. Thanks to the deposit system, our devices don’t end up as e-waste – they come back to our campus. Here we can repair them, reuse them in the form of refurbished devices, or – thanks to our modular design concept – disassemble them into their component parts. This allows us to recover raw materials such as rare earths, precious metals or plastics, and send them for recycling or use them to make new modules.
Vepa the Furniture Factory: New Offices, Almost 90% Old Materials
Dutch company Vepa, part of the Fair Furniture Group, has been manufacturing furniture at its factories in Hoogeveen and Emmen since 1951. The focus of production is on locally manufactured office and contract furniture in accordance with the principles of the circular economy, combining sustainability with modern design.
Vepa’s Workspace 2020 project for Nationale Nederlanden (NN) focused on the refurbishment of office buildings in the Hague and Rotterdam areas, with an emphasis on sustainability and the circular economy. We refurbished 18 floors for over 4,000 employees and were able to reuse 89% of the materials, highlighting the high efficiency and sustainability of the materials and processes used. The project for Nationale Nederlanden is characterised by a consistent focus on health and sustainability. It has received the highest possible certification (WELL Building Standard V2 Platinum), confirming its excellent quality in terms of healthy working environments. A total of 2,722 tonnes of waste has been saved by always prioritising reuse over recycling or purchasing new products. All aspects of the project, from products to services and logistics, have been made measurable using life cycle analysis and presented as environmental cost indicators. This sustainable approach has resulted in a 70% reduction in environmental impact. A result of which we are very proud!
Viega: The Future of Construction
Founded in Attendorn in 1899, the family-owned company Viega is recognised as the world market leader in installation technology. In 2023, the company opened Viega World, an interactive training centre near its headquarters in Attendorn, which brings pioneering building and sustainability concepts to life.
Viega World is an innovative training centre for the construction industry that combines knowledge and brand experience. With 90 exhibits, exciting insights and the “Viega Sphere” media experience room, it is also a pioneering project for sustainability and the future of construction. This is because it is a so-called PlusEnergy building. The energy concept was scientifically supported by the Fraunhofer Institute for Solar Energy Systems. The aim was not only to achieve the lowest possible consumption or the highest possible regenerative yields. We also wanted to create a model project that could be easily transferred to other buildings and that would point the way to a climate-neutral building stock. Photovoltaic systems, heat pumps and waste heat provide the energy supply in Viega World. Surplus solar energy is also used to activate the concrete core by means of surface temperature control, thus storing heat.
The Major German Brands 2026
TELL YOUR BRAND STORY
Present your values and vision by appearing in ‘The Major German Brands 2026’. Show how you, as a leading brand, are helping to shape the economic transformation and the innovative potential of design. The 2026 edition, entitled ‘The transformative power of design’, will be published in November 2025.
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